Last but not least: The advertiser's joy
When a campaign is successful, the agency and the client celebrate together. The DMA Echo Awards Italia festival shows that there can also be losers in such situations.
The DMA Echo Italia awards are an offshoot of the renowned DMA International Echo Awards, which have been honoring the best direct marketing campaigns in America since 1929. Those who receive an award in Italy also take part in the competition in America free of charge. Strategy, creativity and the impact achieved are evaluated. After all, the latter is the purpose of the whole marketing exercise. In order to determine this, you can struggle with key figures. Or you can simply take a closer look at the target group. At least that's what the two art directors Adriano Pacino and Mattia Rivetti would have us believe. And remind us once again: advertising impact can - depending on your perspective - be a rather subjective variable. (hae)
via AOTW
